GM reinvents the Cadillac brand with a new financing unit and more jobs

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General Motors’ luxury brand Cadillac will soon receive its own funding arm for customers as it continues to move toward a future of all-electric vehicles.

Cadillac Financial, a branch of GM Financial, is expected to hit the market in the middle of next year, said Cadillac spokesman Michael Albano on Friday, as reported by Automotive News earlier this week.

Cadillac dealers have long called for it, and Cadillac executives now realize that the funding arm will be key to Cadillac’s profits as it goes all-electric and serves a customer who expects to be able to do the majority of their purchases online.

For Cadillac buyers, it means more services to make buying and owning a car easier. This means new job opportunities for GM employees, GM executives said.

Mahmoud Samara, Cadillac North America vice president of sales, service and marketing.

“This goes way beyond rebranding, it’s an ecosystem approach to delivering a smooth, seamless experience that is fully connected, predictive, and highly personalized,” said Mahmoud Samara, Cadillac North America vice president of sales, service and Marketing, in a statement, “Cadillac Financial is a key driver of increasing business profitability for both Cadillac and our dealers by delivering a first-class, luxury customer experience.”

Cadillac Concierge

Cadillac Financial will offer similar finance deals to GM Financial, but will provide more services to Cadillac buyers to make buying and owning a Cadillac an “enhanced” experience, Samara said.

Cadillac Financial’s features include:

  • A dedicated and “highly skilled” luxury concierge team capable of resolving customer problems quickly.
  • A dedicated Cadillac-certified customer experience team.
  • A new branded website called CadillacFinancial.com.
  • An improved online payment experience and additional digital tools such as a mobile app and a chat function to make buying and owning a Cadillac easier.

“We will provide Cadillac customers with an enhanced luxury financing offering, building brand awareness and relevance, and building loyalty through seamless integration that will align with Cadillac’s soon-to-be redesigned world-class luxury experience,” said Kyle Birch, president of North America Operations for GM Financial, in a September internal memo received by the Free Press.

Cadillac is ready for change

GM has announced that it will bring 30 new electric vehicles to market by 2025, with Cadillac being the first of its four brands to offer a full electric range by the end of the decade. The 2023 Cadillac Lyriq SUV will be the brand’s first electric vehicle, going into production in March and retailing starting at $ 59,990 next fall.

“Cadillac has been up for the last few years reinventing our business and that doesn’t stop with the retail portfolio, ”said Albano.

For example, Cadillac’s introduction of Cadillac Live two years ago is part of that reinvention, he said. Cadillac Live is a digital showroom where buyers can take a personal tour of any Cadillac car.

An exterior view of the new Cadillac Lyriq electric SUV.  This is an exceptionally early look at the styling and features of a vehicle that won't go on sale until late 2022.

Cadillac has also reconfigured its dealer network. Cadillac bought about 20% of its 870 US Cadillac dealers last year who didn’t want to invest $ 200,000 in tools and training to sell all-electric vehicles.

“Every part of our business needs to be reassessed, and so does the financial end,” said Albano. “We try to make the car purchase as smooth as possible.”

Traders demanded it

There are currently many automakers who already have their own funding arms that support separate funding arms for their luxury brands. For example, Ford Motor Credit supports Lincoln Automotive Financial Services.

It is in part because of this that Cadillac dealers have been asking for a financial entity for years, said Ed Williamson, owner of Williamson Cadillac-Buick-GMC in Miami and a member of the Cadillac National Dealer Council.

The front of the Shaheen Cadillac dealership in Lansing was revealed on March 17th, 2021. Ralph Shaheen had this new Cadillac dealership electrified to future proof its property, where charging stations for upcoming Cadillac EV models will be installed.

“Dealers have been talking about it for a while, but the current leadership is big in favor of it,” said Williamson. “In those cases where customers need to call Cadillac Financial, the experience is first class and they only deal with one person who is authorized to help them. It is customer-centric.”

Williamson said when his customers are happier, it’s good for a dealership’s business.

New jobs

The side view of the 2023 Cadillac Lyriq was shown to the media at the General Motors Warren Technical Center in Warren, Michigan on September 2, 2021.  This is Cadillac's first electric vehicle.

Cadillac will launch a pilot program for Cadillac Financial nationwide this year to test certain features like the concierge center, Albano said. The full program will be rolled out nationwide next year.

In addition to customer benefits, Cadillac Financial will also create new jobs for GM Financial employees “at all levels of the company,” Birch said in the memo. At first it was not clear whether these were new hires or internal appointments.

The name Lyriq on the back of the 2023 Cadillac Lyriq was unveiled to the media on September 2, 2021 at the General Motors Warren Technical Center in Warren, Michigan.  This is Cadillac's first electric vehicle.

“While our initial focus is on the luxury experience and marketing channels of Cadillac customers, we continue to speak to Cadillac leadership and dealers to determine what other opportunities or values ​​may exist,” said Birch.

In the memo, he said GM Financial would share more details about the Cadillac Financial brand and how it works within GM Financial as it gets closer to its expected launch next year.

More:GM builds pre-series Hummer electric vehicles in Factory ZERO and hires additional employees

More:Cadillac Lyriq 2023: A look at the brand’s most important vehicle and the history behind it

Contact Jamie L. LaReau at 313-222-2149 or [email protected]. Follow her on Twitter @jlareauan. Read more on General Motors and sign up for ours Auto newsletter. Become a subscriber.

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